Is supporting the student protests and writing about it a reason for the dismissal of the editors of the Serbian edition of the magazine "Elle"? The publisher says that the decision to cancel was made based on a regular analysis of business results and the decline in business parameters
Tari Đukić, online editor of the fashion edition magazine "Elle" in Serbia was served with a termination notice, but she refused to sign it, "Vreme" learns.
On Wednesday (January 15), she published on Instagram a screenshot of a correspondence with her colleagues from January 5, which shows the message "Tara, Natalija, contact me as soon as possible, Thirst he just called me", with the addition that the text should be removed urgently.
The day before, on January 14, Mondo Inc., the publisher of the magazine, responded with a statement to the controversy that took place on social networks that the reason for the cancellation was support for student protests.
As stated in the statement, the decision on dismissal was made based on the analysis of the work of the editorial teams conducted in December 2024.
Đukić announced that she will no longer be a part of that newsroom Instagram on Saturday (January 11), with the comment that "it was an honor to realize a childhood dream, and even greater to leave with preserved principles, values, beliefs and integrity."
With a few photos from student protests held in December in Belgrade, Đukić also published screenshots of a previously published text entitled "We asked students what new beginnings represent for them: Courage, solidarity and perseverance as inspiration in 2025." with a link that led to the text.
The text was published on December 25, 2024 on the magazine's website, but has since been removed, as indicated by Tara Đukić in a post on Instagram regarding the termination of cooperation with this magazine.
The company Mondo Inc., the publisher of the magazine "Elle" in Serbia, announced on Tuesday (January 14) that "in December 2024, a regular analysis of the work of the editorial teams for the past six months was carried out" and that "on the basis of it, decisions were made with the aim of improving performance and financial results of operations".
"The web editor did not fulfill the plans, because a significant drop in business parameters was recorded in her scope of work," the announcement states.
The company issued the statement due to what it said were "untruths that appeared on social media regarding the termination of the web editor at Elle magazine."
"It is not unusual for employees to have an unrealistic image of their own contribution and results, so such changes can cause them a sense of injustice." However, it is extremely unusual to justify twisting the facts and placing personal interests for the purpose of personal promotion, to the detriment of colleagues and the magazine as a whole," the statement added.
"Vreme" had previously contacted the editorial office of "Elle" magazine on this occasion, as well as the publishing company of this magazine, but the answers to the inquiry did not reach the publication of this text, despite promises.
So we were left without an answer as to why the text about the student protests was quickly removed when the dismissal apparently had nothing to do with it.
Dismissal for supporting student protests?
A controversy started on social networks about whether support for student protests was the reason for the dismissal of Tara Đukić from the fashion magazine "Elle".
"Elle fashion magazine fired its digital editor Tara Djukic because she supported the student protests. It's time for us to support Tara and the students, and for the fashion magazine Elle to quit because STUDENTS ARE IN FASHION today!", reads one of the posts.
Fashion magazine Elle fired its digital editor Tara Djukic for supporting student protests. It's time for us to support Tara and the students, and for the fashion magazine Elle to quit because STUDENTS ARE IN FASHION today! @n1srbija @novarsonline @zaklina_prva @studentblockade pic.twitter.com/GX6et1Wqjx
— makima (@makimarh) January 11, 2025
Calling for the support of journalists, copywriter and feminist Vanja Bahilj reminded on the X network that "Elle" magazine was started by a Jewish woman in France and that the magazine advised women to wear pants in winter (at that moment, incredibly bravely), and that in Serbia in 2025 the same company fires employees for supporting student protests.
Magazine that in '45. founded in Paris by a Jewish woman and who advised women to wear pants in winter (at that moment, incredibly bravely) - in Serbia in 2025, it fires employees for supporting student protests.
Then they say that humanity is necessarily moving forward.
— goat on heels (@celava_ti_mama) January 12, 2025
As stated in the announcement of the company Mondo Inc., "the magazine and the company have always supported the right to personal choice, freedom of speech, any type of commitment and diversity, which we consider the foundation on which the development of people and attitudes in our company rests."
"Elle" magazine was launched on November 21, 1945 by Ellen Lazaref, a Parisian journalist of Russian origin, it was stated on the website of the international edition of the magazine.
"At the time, the French capital was ravaged by war, and Lazareff returned to her beloved city after several years in New York, working in the media industry. The successful writer dreamed of a women's magazine whose key editorial approach was to open the minds of women to different trends around the world and give them exclusive access to the fashion and beauty industry. Lazaref achieved her goal and ELLE was born — a magazine for women, run by a woman," it said.
The Serbian edition of "Elle" magazine was launched in 2006.
The text was supplemented with information about the correspondence from the Instagram post after publication
Although the plan for decorating the Belgrade Fair was not adopted, the demolition of this symbol of the capital has begun. According to the media, the general director was also replaced, it is stated that the new director is the former head of the Pošta fleet, and the President of the Assembly is the owner of STR from Zemun.
After the appearance of legionella bacteria in the water at the Mother and Child Institute in Belgrade, the water is not drinkable, and citizens are donating it
There are not enough gynecologists in Serbia, even though it is in the infamous top for cervical cancer
In Serbia, it is easy to die on the roads, and children are especially at risk. Should drivers who did not intend to kill, but were so arrogant behind the wheel that they risked human lives, be sent to long prison terms?
About 1.000 cows and 300 horses live on the heights of Suva Planina, but there is no water. The PODES movement warns that the authorities have not taken any action despite the expected problems and demands urgent supply and systemic care for people who live from animal husbandry
Protests in Serbia no longer impose questions of "whether" and "if", they have become systemic events. Tolerance in society has turned into an insatiable need for normality, for the rule of law
Aleksandar Vučić is no longer able to restore balance in the rebellious society. This is best seen in the level of speech: none of his remarks go through anymore
If we are neutral while students are being imprisoned, girls and boys are being beaten for God's justice, democracy is being suppressed, dissenters are being dehumanized, corruption is continuing that kills and many other evil things are being done - then nothing
The archive of the weekly Vreme includes all our digital editions, since the very beginning of our work. All issues can be downloaded in PDF format, by purchasing the digital edition, or you can read all available texts from the selected issue.
See all
